Magazine article Marketing

Editor's Comment: British Gas Aims for a Low Profile

Magazine article Marketing

Editor's Comment: British Gas Aims for a Low Profile

Article excerpt

'Stealth' is not a word that we associate with marketing. So why, then, is British Gas quietly and modestly rolling out a fresh corporate identity (see page 1) without so much as a press release?

Several factors are at play here. First, big British former monopolies are always news, even when they are merely tweaking their logo.

Everyone remembers the multicultural British Airways tailfins that so offended Lady Thatcher. You don't want to risk that kind of attention on your watch.

Fortunately, the new look for British Gas is more of an update than a redesign. The old flame now looks like a ribbon, or, perhaps, a leaf.

As consumers, we like our home-grown corporations to be - and look - contemporary and progressive, but we don't want to pay for it. We are already suspicious that energy brands (see page 13) may care more about their shareholders than their customers.

Memories of the recent Indian Summer will soon fade, and the papers will inevitably start running stories about how 'eat or heat' pensioners are cursing their energy bills. …

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